Marketing for non-marketing managers / Patrick Forsyth.
By: Forsyth, Patrick.
Contributor(s): British Institute of Management.
Material type: BookPublisher: London : Pitman for the British Institute of Management, 1993Description: xv, 176 p. : ill. ; 24 cm.ISBN: 0273601415.Subject(s): MarketingDDC classification: 658.83Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
General Lending | MTU Bishopstown Library Lending | 658.83 (Browse shelf(Opens below)) | 1 | Available | 00016803 |
Enhanced descriptions from Syndetics:
A practical introduction to marketing. It explains how marketing influences success, or lack of it; what makes the marketing plan and promotional mix effective; how to price and give value for money, and customer care before, during and after the sale. It is designed for non-marketing managers.
Includes index.
Marketing in context Introduction and definitions -- The foundation of marketing planning The Cheshire Cat's advice -- In a position to succeed Strategic approaches to the market -- Telling the world The promotional mix -- The personal touch The role of sales and service -- Moving it down the chain Distributive processes and options -- Pulling together Co-ordination, control and culture.